What's in a Vision Statement?
Vision Statement of the Toronto Zoo
Vision Statement of the Toronto Zoo
When developing a vision statement, it should be seen that the following questions are answered:
• What do we want to do going forward?
• When do we want to do it?
• How do we want to do it?
Features of an effective vision statement include:
• Clarity and lack of ambiguity
• Paint a vivid and clear picture, not ambiguous
• Describing a bright future (hope)
• Memorable and engaging expression
• Realistic aspirations, achievable
• Alignment with organizational values and culture
• Time bound if it talks of achieving any goal or objective
What to Include in a Mission Statement
When developing a mission statement, it should be seen that the following questions are answered:
• What do we do today?
• For whom do we do it?
• What is the benefit?
Features of an effective mission statement are:
• Purpose and values of the organization
• What business the organization wants to be in (products or services, market) or who are the organization's primary "clients" (stakeholders)
• What are the responsibilities of the organization towards these "clients"
• What are the main objectives that support the company in accomplishing its mission
The following Slideshare presentation by Alar Kolk — Visions & Missions of Fortune Global 100 — includes the vision and mission statements of companies in the Fortune